Eight Signage Tips for Lubes
Improve business recognition, traffic flow and marketing opportunities with great signs

Interior signage helps convince customers to purchase upgraded services.

There is more to effective signage than block lettering out front that says, "Oil Change--$15.95." While basic service recognition and brand identification are two key elements of a lube signage program, there is far more for shop owners to do in order to stand out of the pack.

Once consumers decide to stop, another marketing battle has to be fought inside the store, where lube owners have the best chance to educate consumers about the needs of their car and upgrade them to profitable additional services. A comprehensive look at signage both inside and out may lead to changes that can smooth traffic flow, increase profits and generally ensure a positive experience for all--customers, employees and owners. Here are some suggestions:

1. Build an image

More than just offering a list of services, signs have to create a positive impression in the minds of consumers--almost immediately.

The first critical step to success, says Perry Powell, an independent sign consultant, is to work with a professional sign person who understands the marketing side of signage. Too often, he says, business owners see exterior signage as an afterthought rather than an important part of a small business's marketing effort.

In order to generate real marketing impact from a sign, shop owners should look to someone who:

Understands the industry

Understands which images build store traffic.

The right signage will balance an eye-catching design and an appropriate mention of on-site services. A good, clean, effective message will create a shop identity and build customer recognition. It will also stand out.

"A good sign will be conspicuous," Perry says. "You want it to stick out like a sore thumb. You want every sign on the street to disappear except yours."

Consider, he says, the design know-how that goes into product packaging at a grocery store. Each product tries to jump off the shelves more than any other. The philosophy behind business signage is the same.

It's also important to carry the image from one location to another.

"The more consistency in your advertising scheme from location to location, the more recognition and community good will you have for your image," he adds.

2. Pitch your business

It may sound obvious, but it is important to ensure drivers know in a moment that the site offers fast lube services. While stand-alone shops are unlikely to suffer from consumer confusion, multiple profit center sites with carwashes and other services may need to add a little more emphasis, especially if the lube services are new.

To maximize impact, Perry says, wording matters. Using phrases such as "Auto Maintenance Center" instead of simply "Fast Lube" or "Oil Change" reminds consumers that other services are offered by the business.

In the lube industry, brand recognition among oil companies is high, so many shop owners drive customers into the store with branded signage. The flip side to brand-conscious consumers is that they may pass a store by in favor of another if they don't think they can get their preferred brand of motor oil. Experts say shop operators may want to use a sign that advertises, "We Stock All Major Brands of Oil" to bring in those customers who insist on sticking with a single brand of oil.

3. Create a smooth traffic pattern

The more profit centers on a site, the more critical it is that operators make sure drivers know just where they're going.

Tyler Campbell is motor oil marketing manager for Kendall Motor Oil, Philadelphia, PA, and also owns his own carwash/ lube combination in Pennsylvania.

"If you've got a quick lube/carwash, you have to have directional signage," he says. "People get confused as to how to get to the carwash and how to get to the quick lube."

The problem may be especially noticeable when a location first opens or when a new service is added. Clear signs, along with traffic arrows or other lane painting, can help drivers quickly find their way through the "maze" of multiple auto services.

4. Consider pricing signage

Most consumers are price conscious. Depending on the level and type of local competition, basic lube cost may be one factor that needs to be stressed with signage.

Current offers--including bonuses such as a free carwash or other service--can be advertised with banners across the building or across the front of the bays. Not all lube shop owners want to compete solely on price, but if competitors are doing so--including tire or muffler shops that do oil changes at low prices as a loss leader--there is likely to be some pressure to show off the lube store's offer as well.

Inside, says Campbell, shop owners should give consumers a clear view of what services are available, how much they cost and how they'll benefit the vehicle.

For example, Kendall offers shop owners a 3- by 3-foot sign highlighting the three levels of oil change service along with their basic prices: $19.95, $29.95, $39.95, highlighted with a starburst. Replacement starbursts are enclosed if operators want to increase the base price, such as to $24.95, $34.95, $44.95 for each respective level.

5. Market your lube services effectively

While exterior signage serves as the first marketing exchange between a lube owner and customers, there is in fact more work to do inside.

There are increasing restrictions shop owners face with regard to exterior signage, Campbell says. Planning and zoning commissions are being much more restrictive of late in allowing free-standing curb signage and other street-side marketing props. Shop owners are having to take the time to say more and more inside about services.

"Interior signage and graphics are more important than they've ever been," he says. "Consumers today really like to make an informed decision. The new movement in the industry is to give people information. The days of the hard sell are really over."

For example, Campbell says, synthetics are set to be a great growth area for lube shop owners over the next several years. But consumers, of course, can't buy them unless they know about them. Clear signage inside the shop can point out the benefits of synthetics--including better pumpability and better volatility--and synthetic blends.

For a start, a simple sign carrying the message "We Carry Synthetics and Synthetic Blends" gets consumers thinking about the higher-grade products. Offering additional information through placing brochures on dashboards or stapling them to invoices gets them thinking even more. If you can expose consumers to the information just a handful of times, many will make the decision to upgrade to synthetic-based products.

"We have information that 72 percent of consumers are aware of the word 'synthetic,'" Campbell adds. "All they need is a little understanding about what it is."

This method works especially well with synthetics because of the clear evidence that they do hold real benefits for both consumers and shop owners. Consumers get a better product for their engine and shop owners get an additional $5 to $7 in profits with each oil change.

6. Sell extra services effectively

Oil changes may be the staple of every fast lube, but profit opportunities obviously don't end there. Radiator flushes, automatic transmission fluid exchanges, tire rotations and other services can also generate high profits.

"We have a sign that allows us to adapt to the season," Campbell says. "In the fall, we do $10 off radiator flush and fills, and in the spring $10 off detailing. In the summer we promote transmission flushes."

At his shop, Campbell has also bunched several key services together along with an oil change. They are advertised in the bays on a 4-foot square sign hanging just about eye level where customers can see them when they enter the lube. This offers maximum marketing impact for the shop.

"For any quick lube, this is where you get the chance to penetrate the consciousness of the consumer," Campbell says. "Right there is where you get the best opportunity to put your best deal together."

At his Quickee Lube and Wash, those services are an oil change, a tire rotation and a full-service carwash for $44.95--$10 less than the full price of the three purchased separately.

"That's our best offer, and it's the best for the consumer," he says. "About seven times out of 10, people [who need a tire rotation] just come in and buy the whole package."

The marketing program has helped push his shop to about a dozen tire rotations per day, adding another $6,000 or so in monthly revenue.

7. Cross-market with other profit centers

There is no doubt that carwashes and quick lubes can be a powerful mix. The natural synergy, though, doesn't exclude operators from consistently cross-marketing services--offering carwash specials in the fast lube and vice versa.

Campbell, for example, does offer a discounted carwash with a lube service. He makes it a point to advertise his detailing services at the lube as well.

Wash operators should also consider placing a sign at the lube counter that shows the costs and benefits of upgraded wash packages. That way, lube service writers can sell the higher packages right at the counter and all the consumer has to do is head for the wash.

8. Emphasize safe practices

Safety signage is the last piece of the puzzle. It won't generate revenue, but it might conserve some.

On the customer side, directional signage about when and where to enter the lube bays is one priority. Campbell has signs that remind consumers to stop and wait to be motioned into the lube.

"There are people that will pull right into your bays," he says.

Signs should also encourage customers to watch their step as they head for the lobby, and highlight any other possible concerns. There may also be federal, state or other safety signage requirements that have to be fulfilled to ensure employee and public safety.

Insurance agents, franchise partners, occupational safety and health experts or local building inspectors may be able to lend a hand as to what type of safety signage a lube shop needs. Better yet, try all of them. There's absolutely no reason to sell this signage category short.

"You really need to be aware of these things," Campbell says. "Not only is it code, it's just the right thing to do."

Perry Powell is a sign consultant to the Car Wash Industry.
He is a member of the National Academies of Science Transportation Research Board's On-Premise Sign Sub-committee.

He can be reached by:Telephone: 817-307-6484

Email Perry